Career Chronicles – From Setbacks to Success: How Sulochana Betwala’s Passion and Perseverance Led to TOTL

In an exclusive interview with us, Sulochana Betwala delves into her decision to co-found TOTL, how her extensive background in customer service operations shaped this move, and the rewarding milestones in her career journey. She reflects on overcoming the challenges posed by the COVID-19 pandemic, the strategies used to navigate cultural business differences between India and the UAE, and her vision for the future of TOTL. As COO, Betwala is committed to driving innovation and fostering a positive work culture to ensure TOTL’s ongoing success and growth. Continue reading to find out more…

Can you tell us the story behind your decision to co-found TOTL and how your background in customer service operations influenced this move?

The decision to co-found TOTL emerged from my deep-seated passion for technology and problem-solving, particularly within the payment ecosystem and a lovely team. TOTL was formerly known as Znap, a rewards and cashback app we created. The COVID-19 pandemic became the root cause of challenges in our business. However, post-pandemic, our team saw a gap in the market, identifying pressing issues for local businesses needing more growth opportunities. Considering their concerns, we saw the potential to create a sustainable solution to help the community of local business owners. While TOTL follows a cashback and rewards model, the primary focus is giving customers a higher value back for their spends and helping businesses retain their existing customers while attracting new ones. 

My background in customer service operations was a great advantage in this move, as it equipped me with the skills to understand and address customer needs effectively. The emphasis on building relationships, clear communication, and delivering on promises has been instrumental in shaping TOTL’s approach to customer service, ensuring we provide tailored solutions that meet the evolving demands of our clients.

What have been some of the most rewarding moments in your career journey so far, and how have they shaped your professional growth?

One of the most rewarding moments in my career has been witnessing the growth and development of TOTL. We started with nothing more than a concept, a few screenshots, and some visual aids to illustrate our vision. The journey from those humble beginnings—going door-to-door to meet vendors—to becoming an app with over 600 merchants on board has been both a formidable challenge and a tremendous success.

Today, we are not just focused on onboarding more businesses; we are also dedicated to addressing customer queries, driving technological innovations within the app, and maintaining a seamless user experience. Our goal is to provide valuable solutions for both businesses and consumers. This entire experience has significantly contributed to my personal growth, pushing me out of my comfort zone and allowing me to build something I can proudly call my own, alongside my incredible team.

Could you describe a particularly challenging situation you faced in your career and how you overcame it?

The onset of the COVID-19 pandemic was a particularly challenging time for me. With no prior model to guide us, navigating this unfamiliar territory was daunting for everyone. Like most others, our business encountered significant setbacks, and the uncertainty of it all prompted us to seek opportunities that would help the brand. During this period, we identified the gap in supporting small businesses and devised the business model for TOTL. 

Another key challenge we faced was achieving product-market fit. As much as we believed in our idea, we had to communicate that effectively with the businesses we worked with. Our communication skills played a crucial role in this endeavour, as we pitched our concept convincingly and understood the expectations of businesses and consumers to shape our brand for market success. To achieve this, we prioritised communication and set realistic expectations by collecting feedback from merchants and users.

How do you approach team leadership and collaboration within TOTL, and what values do you prioritise in fostering a positive work culture?

At TOTL, my approach to team leadership centres around creating an environment that promotes innovation and open communication. I lead by example, showing resilience and openness to new ideas. I encourage team members to share their opinions, which empowers them to take calculated risks and think creatively. We celebrate our successes and view setbacks as opportunities for learning, fostering a culture of continuous improvement. The values I emphasise in cultivating a positive work culture include trust, collaboration, and a commitment to personal and professional growth, all of which contribute to our team’s success.

Additionally, ensuring the well-being of employees is vital. Promoting a healthy work-life balance and maintaining a supportive work environment are key to individual and team success. In my experience, this is achieved by dedicating time to team-building activities. At TOTL, we participate in various outbound events such as sports days, team lunches, and volunteer outings. These activities allow colleagues to connect personally, build trust, and strengthen their working relationships.

Can you share any insights or lessons you’ve learned from navigating the differences in business culture between India and the UAE?

Navigating the business culture differences between India and the UAE has been insightful. In India, businesses are structured with a balanced workload, emphasising personal customer service connections. This taught me the value of a personal touch.

Transitioning to the UAE, especially with its smaller, high-output companies, required a shift towards promptness, professionalism, and clear communication without losing the personal touch. At TOTL, we prioritise relationships and efficiency, resonating with Indian and Emirati cultures.

Adapting to the UAE market involved focusing on delivering on promises and building trust through transparent communication, which is crucial for strong customer relationships. Recognising these cultural differences and adjusting our approach has enhanced customer satisfaction, highlighting the importance of cultural sensitivity in business success.

Looking ahead, what excites you most about the future of TOTL, and what goals do you hope to achieve in your role as COO?

Looking ahead, what excites me most about the future of TOTL is the potential for innovative tech integrations and exploring new avenues to enhance our platform. Our primary focus is on customer retention and encouraging increased spending with our partnered businesses. I am particularly thrilled about making the user experience as seamless and frictionless as possible, which will benefit both users and merchants.

Our overarching goal is to develop a robust payment system that streamlines operations and delivers a smooth, efficient process for all parties involved. As COO, I aim to drive these technological advancements, ensuring that we create solutions that not only meet but exceed the needs of our users and business partners. This will involve continuous innovation, strategic planning, and fostering a culture of excellence within our team.